Читать книгу Gamification Marketing For Dummies - Zarrar Chishti - Страница 38

Game mechanics are the vehicles that drive your marketing goals and objectives. Use too many, and your message becomes over-saturated and your audience will start to become confused over the goals being communicated to them. Use too few, and the message won’t be clearly communicated.

As an example, you can use badges to communicate achievements to your audience. Badges keep them motivated to reach the next level or earn another badge. Badges, which mark special achievements, give your audience a way to feel connected to your campaign.

However, a common mistake I see is when my clients force their audience to earn their next badge by making them do something they don’t want to do. For instance, maybe the only way to progress is by sharing their progress on their social media platforms. Not everyone will want to do this, and some people will bail.

In this example, the game mechanics of badges should be looked at as a way to recognize an achievement, not the reason for your audience to do something.